Assessing the Effect of Personal Cultural Orientation on Brand Equity and Revisit Intention: Exploring Destination Branding in Latin America

Abstract

ABSTRACTDespite a growing body of work on destination branding, there are few studies to look at culture at the individual level and examine the potential impact of personal cultural orientation on destination brand equity. Based on Social Identity Theory, this study investigates tourists' personal cultural orientation (independent vs. interdependent) and its effect on destination brand equity (destination brand image, destination brand value, and destination brand quality) and revisit intention. All data were collected in Quepos, Costa Rica, using both person-administrated and online surveys. Results of this study reveal that personal cultural orientation impacts the destination brand image, destination brand value, and destination brand quality. In addition, the destination's brand value is positively related to the revisit intention. The theoretical and practical implications, as well as the future research directions, conclude the article.